七天连锁酒店绿色营销策略分析.doc

PAGE PAGE III 目录 TOC \o 2-3 \t 标题 1,1 1前言 PAGEREF _Toc289023183 \h 1 1.1研究背景 PAGEREF _Toc289023184 \h 1 1.2研究目的和意义 PAGEREF _Toc289023185 \h 2 1.3文献综述 PAGEREF _Toc289023186 \h 2 1.3.1绿色营销的定义 PAGEREF _Toc289023187 \h 2 1.3.2酒店绿色营销现状的相关文献 PAGEREF _Toc289023188 \h 3 1.3.3酒店绿色营销发展策略的相关文献 PAGEREF _Toc289023189 \h 3 1.4研究方法 PAGEREF _Toc289023190 \h 4 2 七天连锁酒店营销环境分析 PAGEREF _Toc289023191 \h 4 2．1 宏观环境分析 PAGEREF _Toc289023192 \h 4 2．1．1 政治环境 PAGEREF _Toc289023193 \h 4 2．1．2 经济环境 PAGEREF _Toc289023194 \h 5 2．1．3 社会文化环境 PAGEREF _Toc289023195 \h 6 2．2 竞争分析 PAGEREF _Toc289023196 \h 7 3.七天连锁酒店的目标市场选择和市场定位 PAGEREF _Toc289023197 \h 8 3.1目标市场选择 PAGEREF _Toc289023198 \h 8 3.2市场定位 PAGEREF _Toc289023199 \h 9 4七天连锁酒店的绿色营销组合 PAGEREF _Toc289023200 \h 9 4.1 绿色营销产品策略 PAGEREF _Toc289023201 \h 9 4.2 绿色营销价格策略 PAGEREF _Toc289023202 \h 10 4.3 绿色营销渠道策略 PAGEREF _Toc289023203 \h 10 4.4 绿色营销促销策略 PAGEREF _Toc289023204 \h 10 4.5 绿色营销人员策略 PAGEREF _Toc289023205 \h 11 4.6绿色营销有形展示策略 PAGEREF _Toc289023206 \h 11 4.7 绿色营销流程策略 PAGEREF _Toc289023207 \h 12 5七天连锁酒店绿色营销存在的问题与建议 PAGEREF _Toc289023208 \h 13 5.1 绿色营销理念的推广不够完善 PAGEREF _Toc289023209 \h 13 5.2服务人员未能完全实行绿色营销 PAGEREF _Toc289023210 \h 13 5.3目标定位还没有完全实现绿色 PAGEREF _Toc289023211 \h 14 5.4 能源未能最大利用 PAGEREF _Toc289023212 \h 14 6 结论 PAGEREF _Toc289023213 \h 14 An Analysis of Green Marketing Strategies of Seven Days Inn Abstract: With the rapid development of Chinas economy and peoples living standards, people travel more frequently, increasing demands of the hotel service. Also, people pay more attentions to the “green” life style. Green marketing has become a new trend in the international market. Hotels in our country should have a sense of green marketing, to meet the need of a new era and be consistent with the concept of social marketing. Also hotels can obtain sustainable and long-term development. In this paper, first, Seven Day Hotel chain is analyzed to reveal the real situation of the hotel green marketing in China.